After writing a post a few weeks ago called "Is Coke it?" on the new content-driven website for coca-colacompany.com, Ashley Brown, Coke's head of digital and social media reached out to me and invited me to write a follow-up story on the pages of Coca-Cola's very own web site.

I just got back from the iMedia Breakthrough Summit which was almost completely focused on mobile. Within the first 10 minutes of the conference, someone cracked the joke that "once again, this is the year of mobile!"

There are a zillion stats I could post (I won't bother) showing we all use smartphones to access the internet these days. But what does that mean for advertisers?

Coca-Cola has relaunched their corporate website as a content portal with, get this, actual great content. Some of it is about the brand, but some isn't. Should Coke try to be a magazine? Will it succeed?

In the mind of the consumer, every brand gets to be One Thing. When Bill Clinton ran for president, James Carville famously hung a banner in campaign HQ saying "It's the economy, stupid." No matter what question was asked from the press, the Clinton team knew their job was to turn the conversation back to the One Thing that really mattered to their "customers": the economy.

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Adam Kleinberg

CEO

San Francisco Bay Area

I was named one of the Top 25 Most Innovative Marketers in Digital in 2012 by iMedia Connection. Here's why.
In 6th grade, I was programming video games on a PET computer. In 1997, I started my first blog. In 1998, I was the resident Flash guy at a hot integrated agency. Then, I hopped around several agencies—both digital and traditional—for a few years.
In 2001, some friends and I started Traction.
Traction calls itself an interactive agency, but we believe everything is interactive. We are part advertising agency, part innovation consultancy. We are exceptionally good at aligning psychology and technology to create ideas that solve business problems. It's the reason we've been named the top interactive agency in the country.
It's the reason we work with the best brands in the world. And it's our goal to be a leader in designing innovative brand experiences that align business challenges with the needs, desires and behaviors of the people they serve.
Specialties: agency, san francisco agency, innovation consultant, innovation, interactive agency, creative agency, advertising agency, brand strategy, advertising, online advertising, innovative marketers, experiential marketing, digital strategist, design thinking, digital branding